Télé Moustique becomes Moustique (again)

The social trends*

* Research Wide 2008, research on the behavior trends of Belgian French speaking consumers

The impact on Télé Moustique

Managing paradoxical expectations has become a need for each individual

– How to reconcile my interests and my integration into society?– How to relax while learning?– How to take seriously the notion of relaxation and pleasure?– How to defend his beliefs without being considered naïve?– How to be proud of my identity while remaining open to others?– How to share my info with the info of the experts?

The so

cial tre

nds

The impact on Télé Moustique

A modern medium should provide personal answers to these paradoxes

Télé Moustique must satisfy these paradoxical expectations

The so

cial tre

nds

The impact on Télé Moustique

The notion of entertainment is no longer opposed to the notion of serious

Young adults learn about politics from talk showsThe cultural sector has incorporated the parameters of entertainmentQuality papers evolve towards tabloidsDocumentaries are being scripted and the mockumentary enters the sceneMuseums are organizing activities for children and families

The so

cial tre

nds

The impact on Télé Moustique

This “decompartmentalization” has a strong impact on the media

The ways to gather informationThe forms of entertainmentThe approach to culture

Télé Moustique must become a “seriously funny” magazine

The so

cial tre

nds

The impact on Télé Moustique

The so

cial tre

ndsMe, Myself and I

Me, my family and my social network

Me and my society

Télé Moustique must respond to the individual needs of his readers

New brand identity

New

bra

and id

entity

Moustique is the friend who we listen to.

Still a little rebellious, always

curious, he is the one who makes you think and move, surprises you and amuses

you.

A mission: trusted filter

A modern guide, credible and positive via valuable selections:• Opening pages and dedicated sections• A clear Moustique style with consistent color codes• A thorough treatment of info

New

bra

and id

entity

Tone of voice = seriously funny

A unique blend on the Belgian french speaking market:

• Moustique = the serious weekly that talks about everything without taking itself seriously

• A mix of info and entertainment• Challenging & fun• Expert & accessible• Serious and unconventional

New

bra

and id

entity

Values

• Modern, close to the readers and its concerns & personal expectations (and therefore open to the trends of the moment)

• Seriously funny• Trusted filter (a credible selector)• Stimulating (appeals to discovery and desires)• Pleasure (individual and shared)• Open

New

bra

and id

entity

The structure = a gateway to a rich variety of content

Moustique is more structured and clear, which means:

• A clear and complete vision about its content• Articles/topics easy to find• Cues to navigate easily in the magazine

New

bra

and id

entity

A complete weekly

television guide with a central pillar

TV

A general magazine

with a balance of 4 central pillars

Moustique confirms a new identity through the balance of 4 pillars

The 4 pillars

New

bra

and id

entityA C T U A L I T E

T E L E V I S I O N

1The 4 pillars: news/society

A selective approach of news and society through:

• News = 10 essential stories• Articles, editorial reports = the controversy, the survey, the

explanation, the meeting, …• The personalities of the moment or of all times = interview, portrait,

…

New

bra

and id

entity

New

bra

and id

entity

New

bra

and id

entity

New

bra

and id

entity

2The 4 pillars: television/radio

An active and qualitative approach of television via:

• Thorough articles and backstage news• The “not to miss” = the discoveries of the week, by theme• The “selections” = the best television programmes/day• More functional listings for a quick comparison of the TV offer

New

bra

and id

entity

New

bra

and id

entity

New

bra

and id

entity

New

bra

and id

entity

3The 4 pillars: culture/leisure

• A more complete and stimulating approach of leisure• Culture and leisure in Moustique = being informed,

discover, enjoy• Two different approaches , but for one single target group:

– Culture: articles, news to know– Mosquito: selections, reviews, suggestions

New

bra

and id

entity

New

bra

and id

entity

New

bra

and id

entity

4The 4 pillars: trends

• A new content (a lifestyle mix) to accompany its readers into their private sphere

• An approach in line with the rest of the magazine, positive but critical, via:– A selection of new ideas (to open with)– Articles with more useful info

New

bra

and id

entity

New

bra

and id

entity

New

bra

and id

entity

New

bra

and id

entity

New

bra

and id

entity

L’humour et la légèreté sont présents dans tout le magazine

Les invitations à faire, découvrir, sortir, s’informer… sont

présentes

Il y a des nouvelles rubriques à lire, des choses à savoir; des anciennes rubriques mieux

valorisées à redécouvrir

Un moustique avec une vraie identité;

un moustique qu’on lit plus

complètement

* Qualitative Research on the new Moustique (nov 2010)

They discover Moustique and they respond*:

New

bra

and id

entity

New look & feel

The look is younger, more modern,

more dynamic, more readable and

therefore more pleasant and attractive

It’s an invitation to enter the magazine, to

discover the articles, to better capture the articles at a glance

New

look &

feel

New

look &

feel

Logo

New

look &

feel

Cover

New

look &

feel

A greater visual impact

• White and matte paper:+ contrast, + color rendering

• Typo 100% (not condensed) = improved readability

• Illustrations: + impact of photography

Impact

New

look &

feel

The identity of the magazine underlined by layout tools present from the first to the last page

• Logo• Logotype (moustique)• Titles• White boxes

Identity

New

look &

feel

The opening grid: strong hierarchy via visual impact through an opening on the right

The grid

New

look &

feel

The article grid: secondary reading through exterior columns

The grid

New

look &

feel

A coherent tool box through out the whole magazine: headings, titles, sidebars, rounded squares, taglines, captions, up & down, labels, logotypes …

Toolbox

New

look &

feel

La cover annonce un changement

La structure et le lay-out rendent la lecture plus facile

et agréable (+nouveau papier)

La télé a disparu de la cover

Le lay-out est attirant

Le lay-out donne envie d’aller plus loin

La structure est claire

C’est plus coloré

C’est moins strict, plus moderne

They discover Moustique and they respond*:

C’est plus jeune, plus attrayant

* Qualitative Research on the new Moustique (nov 2010)

New name

and logo

New lay-out

Trusted filter

Coherent structure4 pillars

in balance

Premium content

ConcreteGuide Tips

A new Mosquito Seriously

funny

Television grid

A section on the latest

trends